Category Archives: Art Direction

These seemingly simple print ads for Gold’s Gym by RG2 Venezuela tell a great story using a repeating pattern that slowly changes over time. This indicates that it’s a journey towards health and fitness, rather than a singular destination or that there’s some kind of quick fix. Over a period of ‘time’ we see the body silhouettes slowly change until they reach their ‘goal’ form, with the Gold’s Gym logo in the bottom right hand corner.

When you’ve got a really powerful headache, it can feel like the world is going to end. The pain is just so much it almost defies explanation. Joe Public did a great job here, turning the idea around and finding metaphors that feel like the worst headache you’ve head – positioning Compral as the medication of choice when you’ve got a serious headache.

We love this campaign by DDB Berlin for Volkswagen’s keyless entry system. Using smart art direction and great illustration, they show the viewer how tough it can be to find your keys when your hands are full.

David Miami, the creative agency on this campaign, came up with such a smart idea to show the viewer that Burger King flame grills all their burgers: They found real photographs of Burger King restaurants that burned down – because of their flame grills.

Hard hitting advertising that deals with real world problems is hard to get right. Sometimes it can seem forced or end up turning something really serious into something trite. This work by Publicis Conseil though, has no such problems to deal with.

On the subject of child sexual abuse, this ad campaign uses incredibly illustration and a real sense of doom to break through the advertising clutter and really land its message.

Acodomia is a language school in France that helps people to learn English. This campaign by Les Gaulois does such a great job of the feeling of not being able to express yourself properly. In a multilingual country like South Africa, this is something we have all experienced in one way or another – the feeling that the words you have to express yourself can’t quite live up to the thoughts in your head.